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C8.Customer lifestyle communications and CRM - Coggle Diagram
C8.
Customer lifestyle communications and CRM
8.1 Introduction to e-CRM
5 key trends in CMR applications:
3.Social CRM
4.Software-as-a-Service (SaaS)
2.Analytical CRM
5.Sales Applications
1.Operational CRM
8 Building Blocks for CRM Success (Radcliffe et al., 2001):
CRM vision, strategy, valued customer experience, organizational collaboration, CRM processes, information, metrics, technology
E-CRM enables digital marketers to create a multi-channel marketing process of:
Monitoring response to these messages and continuing with additional reminder
communications and monitoring
Reacting with appropriate messages, either online or offline
Monitoring customer actions or behaviours
8.2 Relationship and customer-lifecycle marketing
Uses the IDIC model by Peppers & Rogers:
Differentiate based on value/needs
Interact to build relationships
Identify customers
Customize communications
Customize communications
Send the right message at each stage (new, active, at-risk...)
True CRM means treating each customer differently, based on their characteristics.
Social CRM examples:
Friend-based recommendations on Facebook
Brand page comments, private messages, chatbot interactions
8.3 Database marketing and marketing automation
Data is the core of CRM, including:
Historical data (purchases, behaviors)
Predictive data (forecasting future actions)
Best practices in data management:
Select appropriate CRM tools
Embrace big data opportunities
Handle email list decay
8.4 Using marketing technology to support CRM
Key process:
Attract data → Capture it → Engage the customer ("Golden Handcuffs")
An effective CRM strategy should emphasize:
Accuracy
Magic (surprise & delight)
Relevancy
Access (easy customer reach)
Dialogue
8.5 Profiling & Personalization
Profiling:
Prioritize high-value customers
Tailor offers based on profile
Segment customers
Personalization:
Behavior-based – Based on individual behavior patterns
Group-based – Collaborative filtering based on similar customers
Preference-based – Users set their preferences
8.6 Email Marketing
Outbound Email:
Newsletters – Periodic updates
Event-triggered emails – Based on user activity (e.g. abandoned cart)
Conversion emails – Aim to drive action
Managing Incoming Emails:
Systems should:
Use FAQs, search functions, external links to reduce load
Respond meaningfully despite high volume
Auto-sort, respond, route emails
8.7 Control Issues & Database Cleaning
Common CRM Problems:
Information overload
High churn rate
Disconnected systems
Rising data cleaning costs
Inexperience
Changing legal regulations
Best Practices for Cleaning:
Remove duplicates
Cross-check new and existing data
Re-engage inactive users
8.8 Making CRM Happen
CRM System Management:
Focus on database design, data quality & security, backup, user coordination, performance monitoring
Strategic Steps:
Audit the current situation
Map the journey forward
Define the destination (goals)
Cost & Time Considerations:
Depends on system type, size, setup, use case, location of server
Time includes: investigation, design, coding, data input, piloting, testing